The aim was to make the traditional brand from Speyside a multi-sensory experience. The "Brand Wall", a shelf filled with 840 whisky bottles, marks the beginning. The top-to-bottom installation tells the eventful history of the Macallan brand in a choreography of projection and light.

In the "Wood Story", two interlocking circular rooms made of partially swivelling oak slats, the story of the cask is told in a series of poetic animations. Visitors can experience the creation of the cask from log to cask binding to the final burning out of the casks in which the whisky will spend many years until it reaches maturity.

The "Whisky Story" allows visitors to look over the whisky-maker's shoulder at his fascinating work and to listen to the dialogue between him and his creation. The whole world of whisky unfolds before the visitor, showcasing the complexity and creativity that, together with time and patience, make a great drop.

In the large entrance hall, visitors to the distillery can use a touchscreen and a kind of interactive periscope to navigate the 840 bottles on a huge, ceiling-high shelf and learn more about the individual bottles and the eventful history of The Macallan brand.